Join Ripple6 as we share our insights into how to most effectively conduct market research within existing online communities. Our Social Insights? programs tap into existing natural environments, promoting comfort and encouraging participants to be more honest and open. For participants, there are fewer emotional barriers to participation, so feedback becomes more nuanced and vibrant. Despite the benefits, there are best practices for researchers to follow when stepping into the consumer’s backyard. Join us as we share our experience and learning from this revolutionary tool for listening and engaging.

Join Ripple6 as we share our insights into how to most effectively conduct market research within existing online communities. Our Social Insights? programs tap into existing natural environments, promoting comfort and encouraging participants to be more honest and open. For participants, there are fewer emotional barriers to participation, so feedback becomes more nuanced and vibrant. Despite the benefits, there are best practices for researchers to follow when stepping into the consumer’s backyard. Join us as we share our experience and learning from this revolutionary tool for listening and engaging.

6.
Go to their Backyard, don’t bring them to yours
Their Backyard
Where They:
Affinity Networks Work Best:
• Go regularly
• Have rich profiles • Right context for Brands
• Have trusted networks
• Share information through those
networks.

7.
The Right Tools Open the Gates
Public Communities Private Insights Social Analytics
•Ongoing discussions •Private Insights •Lots of conversations
•Listen and Engage Groups •Lots of Social Media
Opportunistically •Primary Research Data
•Analytics needed

8.
Public Groups: e.g. Benjamin Moore
• Green Moms, a community
focused on “thinking, living and
buying green.”
• 80 local communities
• 400+ opt-in members in the first
week
• Conversations generated
organically about the brand
• Ongoing discussions and
interactions with the brand, plus
insights into the consumer.

9.
Private Groups: e.g. Post Cereals
• 4 week qualitative research
study embedded in a social
network.
– 90+ moms / 70 topics
“The platform allowed us to reach
out to moms in a way that was
convenient and comfortable for
them. It created honest
conversations and feedback about
our brand which allowed for solid
insights.”
Greg Lanides
Brand Manager
Grape Nuts

13.
Is it the future of Research?
quot;I don't know if we are going to have a choice but to move
away from survey research,quot;
Donna Goldfarb, VP-consumer and market insights, Unilever Americas
quot;Without transforming our capabilities into approaches that
are more in touch with the lifestyles of the consumers we
seek to understand, the consumer-research industry as
we know it today will be on life support by 2012,quot;
Kim Dedeker, VP-external capability leadership, P&G

14.
Consumers want companies to interact
37% 85%
think companies
believe a company
should be present
56%
feel a stronger
should develop new and interact with
connection with and
ways for consumers to solve
better served by
consumers to problems and solicit
companies whom
interact with their feedback
they interact with in
brand.
social media.
Source: 2008 Cone Business in Social Media Study, conducted
September 2008 by Opinion Research Corporation

15.
Brand must find ways to engage with consumers
“No matter what the obstacles are, marketers still
need to be where their customers are, and consumers
remain heavily involved in social networks.
And advertising is not the only way for marketers to
participate in social networks.”
December 2008

19.
Position Your Study: A Chance to Talk…
• Don’t Underestimate the power of
“A Chance to Be Heard”
• REPORT:
“Moms specifically expressed
excitement to have direct input
to what the brand should do”
• “It’s always nice to get a response back from a company
you gave a comment or idea to. I love when companies
ask you, the consumer, for ideas.

20.
Going to the Backyard is Makes it Simpler
“…I think it would be best to
• They’re already there reach all members on the
Home Page, since it’s the
first place I go when online!”
• Some Screening criteria is
already embedded in their
profiles
• You can leverage
Community Managers

22.
You are More than a “Moderator”
• Having the right style is
vital to success
• Understand the
community and its
customs
• Know the technology

23.
It’s a Social Network. Use it.
• It can be acceptable to ask
for friends opinions
• Understanding Influencers
and Advocates may be a
primary objective
• With Social Media you can
recruit based on social
profiles – e.g. influencers.

29.
Social Insights Promotions
• 1-Month or 3-Month Social Insights Program
– 80 local sites on MomsLikeMe.com
• The fastest growing social network for moms
• 2M unique visitors/mo.
– Social Analytics
• Who, when and what is being said
– On demand community
– Full Research Services
• Design, Development, Community Management
• Reporting & Analysis
• Contact marketing@ripple6.com for promo pricing